Mumbai, October 27, 2026: Snapchat today unveiled ‘Inner Circle, a brand campaign spotlighting the influence of close friends on Gen Z’s shopping decisions. Through culturally relevant storytelling and brand collaborations, the campaign explores how conversations within close-knit circles shape festive discovery and shopping choices.
“Inner Circle” brings this behaviour to life through a series of films created in collaboration with brands that resonate with Gen Z, including Myntra, Instamart and Nykaa.
The films capture relatable festive moments: a friend helping choose an outfit for a wedding, a trusted recommendation guiding a beauty purchase, and friends turning a Diwali gathering into a reason to share something special. Each story demonstrates how Snapchat helps brands participate in authentic conversations rather than interrupt them.
The campaign clearly demonstrates how Snapchat can help brands move beyond awareness and become part of the trusted moments that influence what people buy. On Snapchat, discovery, conversation and action come together naturally from the first recommendation in chat to the final decision at checkout.
Rahul Doss, Director – Growth at Instamart, said, “Festive celebrations are made up of spontaneous moments, friends dropping by, last-minute plans coming together and the little things that make a gathering memorable at Instamart. Our collaboration with Snapchat captures how these moments often begin in the chat and turn into action, helping people discover, share and order what they need for the occasion. Together, we are showing how brands can be part of the conversations and cultural moments that matter to Gen Z.”
Neha Gulati, Senior Director – Brand Marketing, Myntra, added, “Festive fashion is deeply social, especially when it comes to choosing a look for the moments that matter. Our collaboration with Snapchat brings this behaviour to life, showing how a simple fit check on chat can turn inspiration into confidence and action. By meeting Gen Z in the conversations they already trust, the campaign reflects how festive style becomes more personal, expressive and fun.”
Adding on Ankit Goyle, Head of Marketing – India, Snap Inc., “Festive shopping is no longer a linear journey. For Gen Z, the decision starts with the people they trust, a friend’s opinion, a shared Snap, a fit check or a recommendation in chat. With ‘Inner Circle,’ we are showing how Snapchat brings brands into these authentic moments, helping them build connections, earn attention and drive meaningful action. The opportunity for brands is not simply to be seen, but to become part of the conversation that shapes the decision.”
From chat to checkout
The campaign also reflects Snapchat’s role as a behavioural multiplier for brands. While other platforms may help brands reach Gen Z, Snapchat enables brands to participate in how Gen Z discovers, consults, tries, decides and shares, turning attention into action through the power of friendship and connection.
The campaign rolls out with films across major digital platforms, amplified by a major OOH (Out-of-Home) and DOOH (Digital Out-of-Home) presence across Mumbai, Delhi NCR, and Bangalore. The campaign reinforces Snapchat’s position as a central hub for one of the world’s most dynamic Gen Z audiences, a cohort whose influence and collective spending power is projected to reach $2 trillion by 2035.
Following GWI & Snapchat’s research into India’s new festive shopping journey, that was launched earlier this year, the campaign shows how brands can become part of the conversations that shape purchase decisions.
